Slideshow transcript
Slide 1: Mobile Adver,sing for Dummies different forms of mobile adver,sing along the sales funnel Internship Research Project Peter Evers
Slide 2: Research Overview • Link marke,ng goals to forms of mobile adver,sing • AIDA model • 50 cases analyzed • 26 variables • 1300 entries
Slide 3: Cases: Countries 1 1 1 1 1 2 2 US UK 4 Turkey 25 Spain China 5 South Africa France 10 Portugal India UAE Europe
Slide 4: Cases: Markets 1 1 1 2 Automo,ve 3 18 Food 6 Telecom Radio & TV Body & Beauty 6 Sports Travel 12 Insurance Technology
Slide 5: Cases: Use of Mobile internet 10 26 Onportal Offportal 14 No use of mobile internet
Slide 6: AIDA: Marke6ng Goals 26 28 AWen,on Interest Desire 5 Ac,on 23
Slide 7: AIDA: A9en6on Bannering 1 1 Wallpapers 1 1 1 11 Mobile Game 2 Mobile Content LP 3 SMS Game Video 4 Ringtone 5 Quiz on LP 4 4 Mobile Community Branded Phone Mobile Calendar Preroll Video Ad
Slide 8: AIDA: Interest 1 1 1 6 SMS Game 2 SMS No,fica,ons Video 3 MMS Campaign 5 Mobile Content LP 4 Bannering 4 Mobile Community Branded Content Preroll Video Ad
Slide 9: AIDA: Desire 1 1 Free 3‐month Subscrip,on Game Demo 1 1 SMS Game Text preview on LP 1 Configurator
Slide 10: AIDA: Ac6on 1 2 2 9 SMS No,fica,ons 3 SMS Game MMS No,fica,ons Dealer Locator 4 Click‐2‐Call 7 Send‐a‐friend Book test drive
Slide 11: ‐ Mobile Bannering ‐ Mobile Gaming ‐ Wallpaper ‐ Mobile Content LP ‐ Mobile Video ‐ SMS Campaign ‐ Game Demo ‐ MMS Campaign ‐ MMS No,fica,ons ‐ Dealer/Store Locator ‐ SMS No,fica,ons
Slide 12: Mobile Bannering Landrover • Pepsi • Ford • Hyundai • Toyota • ⏎
Slide 13: Wallpapers Pepsi • Ford • Hyundai • Bud Light • Absolut • ⏎
Slide 14: Mobile Gaming • MTV Networks • Unilever • Bud Light ⏎
Slide 15: Mobile Content Landingspage Absolut • Hyundai • Jaguar • Mazda • Toyota • ⏎
Slide 16: Mobile Video Unilever • Mazda • SEAT • Ford • Pepsi • ⏎
Slide 17: SMS Campaign Pepsi • History Channel • Panasonic • Snapple • KISS FM • ⏎
Slide 18: MMS Campaign Vodafone • Samsung Fun Club • Coca‐Cola • Pon,ac • ⏎
Slide 19: Game Demo • Samsung Fun Club ⏎
Slide 20: SMS No,fica,ons Expedia • William Hill • BP • Renault • Jameson • ⏎
Slide 21: MMS No,fica,ons • Vodafone • Coca‐Cola ⏎
Slide 22: Dealer / Store Locator Landrover • Hyundai • Toyota • SEAT • Jaguar • ⏎
Slide 23: Conclusion • Automo,ve and food markets are well presented in the field of mobile adver,sing • To gain aWen,on, marketeers tend to use mobile content (i.e. wallpapers, ringtones, videos) • SMS or MMS no,fica,ons are mainly used in ac,on oriented campaigns
Slide 24: Ques,ons?



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